Beauty and Personal Care in Saudi Arabia

April 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Saudi Arabia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Saudi Arabia?
  • Which are the leading brands in Saudi Arabia?
  • How are products distributed in Saudi Arabia?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Saudi Arabia

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sun Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 and higher prices led to reduced demand for sun care, as consumers spend more time at home
A broad product portfolio and regular new product launches help Nivea maintain its leadership
Stuck at home, consumers shop online in growing numbers

RECOVERY AND OPPORTUNITIES

Shrinking expatriate population will remain a drag on growth in retail volume sales
The line between sun care, skin care and colour cosmetics will blur
Both modern grocery retail chains and internet retailers will increase their investment in e-commerce

CATEGORY DATA

Table 10 Sales of Sun Care by Category: Value 2015-2020 Table 11 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Sun Care: % Value 2016-2020 Table 13 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 14 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 15 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 16 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

Skin Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

VAT hike drives increase in retail current value sales
Slew of new product launches helps Nivea maintain its lead
Pandemic proves to be transformational for e-commerce

RECOVERY AND OPPORTUNITIES

Saudisation will weigh on retail volume sales but help to boost retail current value sales
Supermarket pharmacies will help to boost retail value sales of dermocosmetic skin care brands
Increased investment will support e-commerce growth

CATEGORY DATA

Table 17 Sales of Skin Care by Category: Value 2015-2020 Table 18 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Skin Care: % Value 2016-2020 Table 20 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 21 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 22 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 23 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 24 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 25 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 26 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 27 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Oral Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 threat boosts demand for mouthwashes
Regular new product launches help Sensodyne maintain its leadership in toothpaste
Pandemic proves to be the perfect environment for e-commerce to flourish

RECOVERY AND OPPORTUNITIES

Increased oral health care awareness will lead to accelerated demand growth
There will be fewer expats, but increased labour force participation should boost disposable income, particularly for women
With local consumers now much more comfortable with online shopping, e-commerce is here to stay

CATEGORY DATA

Table 28 Sales of Oral Care by Category: Value 2015-2020 Table 29 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 30 Sales of Toothbrushes by Category: Value 2015-2020 Table 31 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 32 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 33 NBO Company Shares of Oral Care: % Value 2016-2020 Table 34 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 35 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 36 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 37 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 38 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 39 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 40 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Men's Grooming in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Closure of barber shops boosts demand for men’s shaving
Gillette continues to dominate men’s shaving with its system razors and blades
With beauty specialist retailers forced to close for an extended period, e-commerce surged in importance as a distribution channel

RECOVERY AND OPPORTUNITIES

Post-pandemic economic recovery will drive strong growth in demand for men’s grooming, particularly premium fragrances
Saudisation will remain a drag on retail volume sales
With many consumers now accustomed to buying online, e-commerce is here to stay

CATEGORY DATA

Table 41 Sales of Men’s Grooming by Category: Value 2015-2020 Table 42 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 43 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 44 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 45 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 46 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 47 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 48 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 49 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Hair Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Pandemic leads some consumers to stock up on hair care, but demand for salon professional hair care is undermined by the temporary closure of salons
Pantene maintains its leadership, but competition from both existing brands and new entrants remains fierce
Pandemic leads to a seismic shift to e-commerce

RECOVERY AND OPPORTUNITIES

Post-pandemic dip in demand will be short-lived, with economic recovery buoying demand for hair care
With investment in e-commerce infrastructure accelerating, internet retail will remain prominent
Rate of new product launches likely to remain high, as brands fight to remain relevant

CATEGORY DATA

Table 50 Sales of Hair Care by Category: Value 2015-2020 Table 51 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 52 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 53 NBO Company Shares of Hair Care: % Value 2016-2020 Table 54 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 55 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 56 LBN Brand Shares of Colourants: % Value 2017-2020 Table 57 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 58 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 60 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 61 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Fragrances in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Demand for fragrances plunges, as consumers socialise less and rein in their discretionary spending
Pandemic hits demand for premium fragrances particularly hard
Extensive retail network and regular new product launches help Arabian Oud Co maintain its leadership

RECOVERY AND OPPORTUNITIES

Rebound in demand will be sluggish, partly due a declining expat population
Premium fragrances will lead the recovery
Having broken through as a result of the pandemic, e-commerce is here to stay

CATEGORY DATA

Table 63 Sales of Fragrances by Category: Value 2015-2020 Table 64 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 65 NBO Company Shares of Fragrances: % Value 2016-2020 Table 66 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 67 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 68 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 69 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 70 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Depilatories in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Restrictions on dermatology clinics, spas and beauty salons boost demand for depilatories
With an extensive product portfolio covering both waxing and shaving that is backed by strong marketing, Veet continues to lead
Surge in e-commerce, as homebound consumers shop online in growing numbers

RECOVERY AND OPPORTUNITIES

Ongoing expatriate exodus and growing popularity of electric hair removal devices will weigh on growth in unit sales of depilatories
Hair removal appliances represent a growing threat to depilatories
With local consumers increasingly confident shopping online, e-commerce will remain an important distribution channel

CATEGORY DATA

Table 71 Sales of Depilatories by Category: Value 2015-2020 Table 72 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 73 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 74 NBO Company Shares of Depilatories: % Value 2016-2020 Table 75 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 76 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 77 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Deodorants in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to stockpiling, but fears of shortages prove to be unfounded
Focus on long-lasting products helps Nivea to overtake Binzagr Lever Ltd
Homebound consumers and bulk buying drive a surge in online sales

RECOVERY AND OPPORTUNITIES

Post-pandemic normalisation will see unit sales decline in 2021
Natural and dermocosmetic products will grow in importance, as local consumers become more sophisticated
Growth of e-commerce will lead to more intense competition among retailers

CATEGORY DATA

Table 78 Sales of Deodorants by Category: Value 2015-2020 Table 79 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 80 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Deodorants: % Value 2016-2020 Table 82 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 83 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 84 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 85 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 86 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Colour Cosmetics in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Demand decimated by pandemic restrictions, a difficult economic environment and a VAT increase
The launch of a dedicated e-commerce website helps Make Up For Ever stay on top
Online marketing and celebrity backing are increasingly important

RECOVERY AND OPPORTUNITIES

Recovery in demand will be slow and partial, partly due to the lingering economic impact of the pandemic
E-commerce will be particularly appealing to the price sensitive and time poor
Marketing will increasingly go digital

CATEGORY DATA

Table 87 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 88 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 89 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 90 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 91 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 92 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 93 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 94 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 95 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 96 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 97 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Bath and Shower in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Pandemic drives strong growth in demand for liquid soap, body wash/shower gel and bar soap
VAT hike leads to sharp acceleration in unit price growth
Leader Binzagr Lever Ltd (Unilever Arabia) stresses antibacterial properties of its products in its marketing

RECOVERY AND OPPORTUNITIES

2021 will bring a post-pandemic hangover for bath and shower, as bulk buying is unlikely to be continued
E-commerce is likely to remain important, as Saudis become more comfortable shopping online
Natural and organic products set to grow in popularity

CATEGORY DATA

Table 98 Sales of Bath and Shower by Category: Value 2015-2020 Table 99 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 100 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 101 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 102 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 103 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 104 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 105 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 106 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Baby and Child-Specific Products in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Pandemic leads to stockpiling and a surge in online sales
Johnson & Johnson Consumer Saudi Arabia Ltd relaunches its product line, as it seeks to arrest declining retail value share
Parents want products that contain natural ingredients and are scientifically tested

RECOVERY AND OPPORTUNITIES

Saudisation will help to drive strong growth in demand for premium products
Dermocosmetics will grow in importance
Distribution battle between grocery retailers and chemists/pharmacies will intensify

CATEGORY DATA

Table 107 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 108 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 109 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 110 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 111 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 112 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 113 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 114 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 115 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 116 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 117 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Premium Beauty and Personal Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

With consumers spending more time at home, demand for premium colour cosmetics and fragrances was particularly weak
Saudisation policy weighs more heavily on volume demand, as a growing number of expatriates leave the kingdom
Beauty specialist retailers struggle to emerge from the shadow of COVID-19, as e-commerce flourishes

RECOVERY AND OPPORTUNITIES

Post-pandemic rebound in demand will be vigorous, as consumers spend less time at home and more money on themselves
Having broken through during the pandemic, e-commerce will remain an important distribution channel
With supermarkets now permitted to have in-store pharmacies, the distribution of dermocosmetics will widen

CATEGORY DATA

Table 118 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 119 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 120 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 121 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 122 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Mass Beauty and Personal Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Pandemic heightens consumer interest in hygiene and leads to stockpiling of some products
An extensive product portfolio, wide distribution, strong marketing support and regular new product launches help Nivea to maintain its leadership
COVID-19 restrictions shake up distribution, with e-commerce growing in importance

RECOVERY AND OPPORTUNITIES

As demand normalises, 2021 will see a post-pandemic hangover for mass beauty and personal care
Saudisation will be a mixed blessing for mass beauty and personal care
With local consumers increasingly confident shopping online, e-commerce will remain an important distribution channel

CATEGORY DATA

Table 124 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 125 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 127 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 128 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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